Hippeas - owned by Los Angeles-based Green Park Snacks - has has made charitable funding central to its brand ethos through its ‘Peas, Love & Giving’ motto.
"Part of our brand ethos is 'giving back' and we partner with charities that make a direct impact in people’s lives," VP of marketing Lindsey Valliere told BakeryandSnacks. "We chose to partner with Whole Kids Foundation because we see the need to teach kids at an early age about nutrition and make more nutritious options available for those that are food insecure."
A portion of sales at Whole Foods of 4oz bags ($2.99) of Hippeas – as well as the exclusive six-pack of 1oz pouches ($6.99-$7.99) – will support the cause from now through to September 17.
“We are always looking for ways that we can help support local communities and families, and are inspired by the work that Whole Kids Foundation is doing,” added Valliere, noting its commitment to transparency.
Specifically, Hippeas will help fund the organization’s ‘Growing Healthy Kids Campaign,’ which – once it has achieved its $3m goal – will build salad bars in school cafeterias, plus edible gardens and lessons about the importance of bees for the environment. It also hopes to develop healthy teacher programs.
This particular fundraising effort strives to “help young people learn more about where their food comes from and shape healthy food choices for the rest of their lives,” said executive director Nona Evans, noting that data from the Center for Disease Control (CDC) reveals that students grades and attendance suffer when their diets lack certain nutrients, and that physically active students are more cognitively engaged.
Notably, salad bars have proven to be effective mechanisms for increasing fruit and vegetable consumption, according to Pew Research Center. Involving students in recipe development – whether through a competition or collaboration with teachers and chefs – also boosted student readiness.
In good company
Hippeas joins more than 15 likeminded companies sponsoring the Growing Healthy Kids Campaign since its September 2018 launch, including Annie’s, Clif Kid, Back to Nature, Barbara’s Bakery and Bearitos, an organic snack brand owned by Hain Celestial.
Whole Foods introduced its youth-focused, independent nonprofit Foundation in 2011, as a means of bridging the gap between families and schools. To date, it has raised nearly $20m, supporting 5.7 million students, from kindergarten through to high school.
“We are so grateful to have such strong support from Whole Foods Market vendors who share our passion for inspiring families to improve children’s nutrition and wellness,” said Evans.
Founded in 2014 by an Italian entrepreneur, Hippeas took the snack market by storm with its bright yellow packaging and familiar flavors, but with a base ingredient whose cultivation supports soil health. Chickpeas boost the snack’s nutritional perks, too: a 1oz serving of Hippeas provides 3g of fiber and 4g of protein.
Founder Livio Bisterzo told our sister site FoodNavigator-USA in 2017 the brand could reach $100m within five years.